Teaching concept 

At Institute for Market-based Management Doing the right things“ and "Doing things right” are the secrets of successful management. This often means choosing from a multitude of possibilities with consequences only observable in the future. We offer the know-how for solving managerial decision problems in the area of market-based management by imparting specific knowledge (e.g. theories on consumer behavior, communication theory, decision theory) as well as by teaching how to apply quantitative methods and interpret the results.


Prof. Dr. Manfred Schwaiger

Head of the Institute for Market-based Management at LMU Munich; Dean of Studies of the Munich School of Management; Member of the International Advisory Board, EMLYON Business School; Academic Head of the European Master of Science in Management Programme (EM Lyon & Lancaster University Management School & LMU) 

He has published numerous articles, book chapters and case studies, and is a Member of the Editorial Review Boards of the Journal of Public Policy and Marketing (JPPM), the Journal of Advertising (JA), and the International Journal of Advertising (IJA). His current research interests include corporate reputation management, return on marketing, management communications, consumer behavior and market research. Prof. Schwaiger holds a PhD in Marketing from the University of Augsburg. He has long-standing experience as consultant, chairman of supervisory boards and board member of several German companies.


Tobias Morath 

Research Assistant and Doctoral Candidate
Institute for Market-based Management at LMU Munich

Tobias Morath is a research and teaching assistant at the IMM. He studied business administration with majors in market-based management and strategic management at the Munich School of Management and the University of New South Wales, Australia. Practical experience at KPMG AG, Bain & Company and Max-Planck-Institute for Innovation and Competition. His current research interests include corporate reputation management and management communications.

Gerrit Hufnagel 

Research Assistant and Doctoral Candidate;
Institute for Market-based Management at LMU Munich

Gerrit Hufnagel is a research and teaching assistant at IMM. He received a B.Sc. and M.Sc. in Business Administration from the University of Hamburg. Gerrit gained practical experience during internships in the media and consulting industry. Before joining the IMM he lastly worked as a consultant for Simon-Kucher & Partners, a global management consulting firm. His current research interests include big data management in marketing and management communications.